Bringing the story behind the Workshop Series to life.
Role: Director of Marketing, Mare Island Brewing Co. Contribution: Brand Strategy, Creative Direction, Copywriting Background: The Workshop Series started as a kernel of an idea. I was responsible for developing the concept, and bringing it to market.
The inspiration
Mare Island Brewing Co.'s Workshop Series is a vehicle for experimentation. Each beer in the series is inspired by new ideas the brewers have been carefully "workshopping" on Mare Island.
To highlight the craftsmanship behind each beer in the series, while also referencing the history behind the brand, I built the identity for the series around the various shops that once served Mare Island Naval Shipyard.
part of the Family
What makes Mare Island Brewing Co.'s beers stand out on shelves is the brand's restrained, minimalist approach to label design. I wanted to brand the series in a way that would stay true to the core aesthetic of the brand while giving the series its own immediately recognizable identity.
Telling the Story across channels
For each release in the Workshop Series, I guide the creative and messaging, ensuring consistency across the brewery's packaging, website, marketing initiatives, and sales materials.
Project Highlights
Directed the development of the identity, creative, and messaging for the series
Led go-to-market for each new release in the series, overseeing the creative, messaging, marketing, and sales enablement materials
